Invitation to open the box and play with sand

IBM (Sand).jpgInternational Business Machines (IBM) was finding it increasingly difficult getting people to attend its seminars and conventions. Fewer and fewer wanted to travel and spend time out of the office or home.

Getting them to come to a new office opening seemed a task that had disaster written all over it, until Ogilvy Bangalore came up with an invite with a difference.

Invitees received a large black box that contained a pouch of sand. They were instructed to pour the sand onto the enclosed plain white card and then read the message that appeared on it.
The sand when poured and dusted off, got stuck to invisible gum on the white card, and revealed a message: "IBM Opens in Qatar" - an interactive device relevant to the desert city of Qatar.

The task was very successful and had high recall. 340 invites were mailed out and 135 respondents attended. A 40% response rate. The entire exercise is now going to be replicated in other Middle Eastern markets.

Credits - Executive Creative Director: Ajanta Barker. Creative Director/Copywriter: Gautam Dev.
Creative Director: Arun K T. Art Director: Siju RS. Photographer: Sujith Bose.



3 Comments

arvin said:

Simple and effective...

Writer said:

Brilliant!!

Tupac said:

Good one. Simple, memorable.

Leave a comment

About Campaign Brief Asia

A blog for advertising creatives in Asia. To pass on news or advertise on the CB Asia blog, or to subscribe to Campaign Brief Asia or Campaign Brief Australia/NZ magazines, or The Work 09 Annual, email: Kim or Michael

Latest jobs

Retrieving latest jobs

House rules for commenting

Here are the ground rules for posting comments on stories: This site is a moderated blog. Comments that are seen to be more abusive than witty and/or constructive will not be posted. Obviously, we do not allow 'hate speech' or comments that are seen as a personal attack, defamatory, degrading or prejudicial to an individual or company. Overly abusive language also adds nothing to any discussion and will not be published. On occasions we will be asking people to contribute work, opinions and views on various topics - you are free to disagree, so long as you observe the above rules and remain constructive.